Arab expats 'watch more TV than others'

Dubai: More than 87 per cent of UAE residents watch TV more than five days a week. Arab expatriates are the most avid viewers and Asians are the least avid TV viewers in the UAE, according to a recent media study.

The Zayed University's cross cultural Media Usage and Attitude Study shows that 88 per cent of UAE nationals watch TV more than five days a week, followed by Indians at 86 per cent, native English speakers 82 per cent and other Asians 77 per cent.

Dr Bob Gulovsen, Associate Professor and Internship Coordinator, College of Communication and Media Sciences at Zayed University, said that the study shows that 77 per cent of the Arabs who live in the UAE are responsive to advertising.

"It is an important part of Arabs' lives, and they generally like watching ads on TV," said Gulovsen.

He added that the Asians fall between Arabs and Indians whose see TV advertising as entertaining and quite creative, followed by 56 per cent of Asians who regard advertisements as effective.

The study shows that native English speakers are the highest readers of newspapers and internet users with 74 per cent and 68 per cent respectively.

The study showed that local and expatriate Arabs view Al Jazeera, while Indians and other Asians and native English speakers rated BBC World first and CNN second.

He added that all agree that understanding English at least as a second language is important.

Gulovsen said that people turn to the media that is culturally and linguistically aimed at them. The closer a story is to a person's background, the more important that person deems it.

Al Jazeera is an overwhelming source of breaking Mideast news for both local and expat Arabs. The study shows that BBC World is the primary source for Indians, other Asians and native English speakers.

It shows also that English is viewed as the primary language of interaction between cultural groups.

He said that the UAE is not a melting pot of different cultures, while the cultural sub-groups are maintining their own cultural identity through their media usage.